SEO A Scam? The Truth About The Industry 01


I frequent much SEO and Web Marketing forums on a day to day and each so often there’s a debate about the SEO industry and ethics. After being involved during a number of those debates, it’s become really obvious that the most problems are the fact that no two SEO companies are alike and there’s no unified methodology.

It’s extremely hard to form statements about the industry as an entire because it’s debatable what exactly ‘SEO‘ is.

Mix within the incontrovertible fact that most SEO companies keep their methodology and campaign strategies secret and that we have a situation where every company is completely different with very different results.

Fact 1 :

there’s no unified SEO methodology. SEO is really defined by Wikipedia as a process of improving traffic from SERPs to a site. Of course, HOW they are doing that’s the important question and causes the debates.

Fact 2 :

The effectiveness of an SEO campaign depends on the location structure, site content, keywords, the methodology used, and the way popular the location is. SEO is additionally not voodoo. it’s logic, problem-solving, and Web marketing mixed together.

Fact 3 :

Some ‘SEOs’ do program optimization and a few do program manipulation. Of course, it’s all marketed as SEO. Unethical optimization provides results at any cost and is usually short term (usually ends during a banned domain name). Ethical optimization exposes the location to the search engines and provides future benefits.

Fact 4 :

Unfortunately, this is often the case with the industry. Most SEO companies implement A, B, and C and advance to the subsequent clients. Hopefully, the location ranks. If it doesn’t, they always have more clients.

Fact 5 :

To maximize profits, it’s quite common for SEO companies to shop for bulk links from India, links on spam/scraper internet sites, or sell large directory submission packages. it’s also common for SEO companies to put huge amounts of the contract into inbound linking to form up for the poor quality of the location optimization.

I don’t think it’s fair to characterize the industry as entire without deciding what’s wrong with it and the way SEO companies can overcome it. So how exactly can we determine what’s good and bad about the industry?

I even have now been involved online for over 10 years and, specifically, with the SEO industry for nearly 4 years and I have seen the inner workings of Combined with numerous Web postings and forum debates talking about equivalent basic problems, I’ve compiled an inventory of the foremost common issues

Problem 1: Responsibility For Results

It’s no secret that the overwhelming majority of SEO companies take no responsibility for results. it’s an incontrovertible fact that no SEO company can guarantee results (and if they are doing, they’re lying to you).
it’s also an incontrovertible fact that the client is taking a risk by pocket money with an SEO company that basically says:

‘We’ll do what we can’.

SEO company

SEO companies simply guarantee they’ll do the work to ‘optimize’ the location, but without full disclosure of their methodology, what exactly is that the client paying for?
No other industry sells a product with no guarantees and no specific list of labor that will be completed. Of course, SEO work is essentially the sales of data, and keeping the specifics of a strategy is vital, but the mixture of secrecy and no responsibility for results really makes SEO campaigns risky. So, how can an SEO company reduce the danger for the client and supply the simplest grade of service?

Answer 1: Incentive-Based Pricing

The only possible way to scale back the financial risk of the client is to share the danger. Through incentive-based pricing, the SEO company can charge a particular percentage of the entire contract (say 70%) to hide their property and time while placing the remainder of the contract price (remaining 30%) in incentives for fulfillment.

Of course, incentives and their percentage of the contract would be totally relative counting on the campaign. This initiative into sharing within the risk provides both reassurances to the client that the corporate believes in its methodology and places a number of the financial burden of the campaign on the SEO company.

At the instant, however, only a few SEO companies are willing to share within the risk and charge an equivalent price whether the client gets top rankings or no rankings in the least (or possibly even lower rankings).

Problem 2: Unethical Optimization

Unfortunately, unethical (or blackhat) optimization remains very prominent on the online. it is also unfortunate that ‘SEO’ has been mistakenly confused with ‘Blackhat SEO’. this is often still the most important problem for SEO companies.

Saying that each one SEO companies deal in blackhat optimization is like saying everyone who emails may be a spammer. Blackhat optimization isn’t optimization in the least …it is program manipulation. Because there’s such a lot of money tied to top rankings, there’ll always be a marketplace for unethical SEO and program spam.

Until companies realize what’s ethical and unethical and stop supporting those blackhat SEO companies, they’re going to still thrive. This makes the industry as an entire look bad and doesn’t reflect the ethics of excellent SEO companies. Blackhat provides fast, short term results, but isn’t an honest option at the end of the day.

Answer 2: Ethical Optimization

There is no quick and straightforward solution to blackhat optimization’s stain on the SEO industry. I might suggest that each one marketing departments research Optimization techniques and educate themselves on what techniques are unethical. it is also not an honest idea to right away trust a corporation or product based simply on their rankings. Unethical optimization DOES provide rankings…just not for the end of the day.

It would even be helpful if the main search engines would be more open and accessible To SEO companies. Currently, the main search engines and SEO companies don’t affect One another and have formed a kind of love-hate relationship. Ethical optimization seeks To form sites more easily accessible to the engines and help to enhance the engine’s search results.

The matter is that the program s mainly clumps all SEO companies together with an equivalent way as uninformed users do: search engine manipulation. this is often just not the case.

Search engines don’t want to reveal what they consider unethical because it might basically be providing an inventory of holes in their algorithms that blackhat SEOs would be ready to manipulate further, but an outlined list of ‘what to not do’ would offer a definitive list for businesses trying to find an SEO company.

Basic Rules Of Ethical Optimization

Any campaign that doesn’t abide by the subsequent rules is dealing with unethical optimization techniques and will be avoided.

  • 1.) What the user sees and what the program sees should be precisely the same. don’t hide anything.
  • 2.) Your keywords (and the resulting optimization) should exactly reflect the content of the page.
  • 3.) don’t build out pages exclusively for search engines. the location should cater to both audiences (users and search engines).
  • 4.) don’t participate in manipulative inbound linking schemes like link farms, bulk links, triangle linking, or the other unethical manipulation of your Google PageRank or link authority. Inbound links should be relevant to the content of your site and you ought to always know who is linking to you and where your links come from.

Problem 3: Production line / Software SEO

With the expansion of the SEO industry has also come the automation of SEO. absolutely the very first thing any prospective SEO client should know is that each one effective SEO campaigns are custom. there’s no checklist of things that will work precisely the same on every site.

If the SEO company claims there’s, then they’re not doing full optimization and therefore the campaign is minimal. an honest optimization campaign optimizes the location architecture, text content, and code of the location. production line SEO doesn’t take into consideration the unique needs/design of the location and should even deal with blackhat optimization.

SEO software especially should be checked out closely.
There are really only two things SEO software could do this would work for any site: doorway pages (showing engines one thing and users a special thing; which is unethical) or a system of pages build exclusively for search engines (often called info or information pages and linked in an out of the way a part of the page). Doorway pages are 100% unethical and info pages are deep within the grey area.

Neither of these two methods addresses the architecture of the location, proper keyword analysis, or effective text content. the subsequent links are samples of automated SEO software freely available on the online. All links contain ‘no follow’ to stop the sites from getting inbound link credit from our site. These sites aren’t recommended by TreeHouse SEM. – Doorway page system; UNETHICAL – Doorway page system; UNETHICAL

Answer 3: Custom Campaign And Assessment

SEO Software‘ could also be cheap and affordable, but you get what you buy. Any campaign that’s getting to clap on additional pages are simply selling you links isn’t an efficient SEO campaign. Any SEO effort that simply has you add a couple of ‘optimized’ pages to your site isn’t getting to be optimal. If you wanted to convert a streetcar into a racer, you do not simply add racing strips thereto. Don’t think that dumping a couple of pages on your site targeted to some random keywords is that the same as a true SEO campaign.

If your SEO company won’t sit down and mention the layout, architecture, and aim of your site, then it’s not providing a top-end service. Remember that the overwhelming majority of ‘SEO software’ either is for building doorway/landing pages or just providing you with data about your site (data that’s already liberal to everyone on the Web). Good SEO campaigns take into consideration both the user and therefore the search engines…not one or the opposite.

An SEO company should have a commanding understanding of user experience and program optimization and use these together to make a campaign that will provide the simplest ROI. the top goal should lead/sales. Bringing in piles of non-targeted traffic often results in an extremely high turn over rate and really low lead conversion.


Do your research. determine what you would like from an optimization campaign then ask the proper questions. confirm that the sales representative you ask knows what they’re selling. If they are doing not, they’re definitely not the person to urge information from. tons of SEO companies use hard sale tactics and therefore the reps are but intimate what they’re selling. Ask the subsequent questions and see what they need to mention.

  • 1.) How does one assess keywords?
    If an SEO company simply optimizes for whatever keywords are sent to them by the client, the SEO campaign starts off on the very shaky ground.
    Keyword analysis should be performed that takes into consideration the number of searches altogether the main search engines and therefore the relative competition for those terms. the location should even be compared to the keywords to ascertain if they support one another.
  • 2.) does one plan on building out pages specifically to deal with keywords? Landing pages and doorway pages aren’t effective future SEO options. SEO companies like them because they are doing not need to touch the remainder of the location and it’s extremely easy to easily add band-aids rather than performing surgery.
  • 3.) Will my SEO campaign also help improve the user experience of the site? Proper architecture and usefulness go hand in hand with SEO and helps increase ROI. you ought to want to usher in new traffic and convert it.
  • 4.) Does my revenue model affect my keyword selection and therefore the optimization as a whole?
    Any SEO company that doesn’t optimize supported the audience isn’t providing the foremost effective campaign. a web magazine eager to usher in recurring traffic will want to optimize for article topics and specific themes.
  • 5.) I would like to optimize my site, but don’t want to vary any of the prevailing content or layout…how would you set about this?
    Any SEO company that says they’re going to simply add on landing pages or hide text is selling blackhat. This goes back to the sooner analogy. you’re really saying that you simply have a car that you want to switch to be in no time, but don’t want to switch the engine.

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